Acrolinx 3.0Stronger, Longer-Lasting SEO5 December 2012
Since April…   2.8     –     Easier remote server administration (log files, support package)     –     CAS single sign-o...
Content should be: Simpler to understand – “People ready” Less costly to translate – “Global ready” Easier to find – “S...
Acrolinx 3.0 Release Summary (1 of 2) SEO   – Extensive enhancements     to analysis & reporting   – Improve placement of...
Acrolinx 3.0 Release Summary (2 of 2) Outlook integration (Windows)   – Enables email users – help desk, support, custome...
Availability: January SEO support initially in Microsoft Word & Adobe CQ only More to come quickly in 2013: Adobe InDesi...
Remaining Agenda   Search – why it’s important   SEO – how companies improve their search results   Where Acrolinx help...
Why Organizations Invest in SEO
Three Reasons People Search Navigation (“IBM”, “Boeing”) Information   – Brand-specific (“Cisco E200 manual”)   – Generi...
Organizational Impact of Search                                           Information                                  Tra...
Q: Who Cares About SEO for Techdocs?A: Customers who seek but cannot find According to [major software company], optimizi...
SEO Goal: VisibilitySERPs = Search Engine Result Pages                               Google Adwords (Paid advertisements) ...
Higher Rank = Higher Click-Through Rate                          HP                         IBM         CTR               ...
Typical SEO Process
How do you raise your ranking?                                 Google                                 ranking      Your page
Hire an SEO consultant (“SEO Ninja”)!                                 Google                                 ranking      ...
The SEO consultant improves your content…                               Google                               ranking     Y...
… and Google will see the improvements                               Google                               ranking     Your...
What happens after the consultant leaves?      Your page                                Google                            ...
Your content deteriorates      Your page                            Google                            ranking
“Bad pages” on your site affect your results      Your page                                  Google                       ...
And your competitors take aim     Your page                                Google                                ranking
Google re-ranks your page     Your page                            Google                            ranking      Your page
And you start again.                       Google                       ranking      Your page
SEO Goal: Clicks, not just views         You’ve come a long way. Don’t lose out on CTR!
How do you improve your CTR?          • Compelling & SEO friendly title          • Trustworthy and “readable” URL         ...
How can Acrolinx help you streamline SEO& enhance CTR?
Keyword LifecycleKeyword     Keyword     Keyword    On-page        Off-page       SEOResearch   Management   Mapping   Opt...
Post-Publishing SupportMany tools analyze content after it’s published, but…                    Is this the right time to ...
Pre- & Post-Publishing SupportAcrolinx provides QA at                                                                Lingu...
SEO Advice While Editing For example, check title for:   –   Keywords appear early in title   –   Primary & secondary key...
SEO Reporting – Keyword ReportReport helps users: Avoid violations  (e.g., missing in title,  stuffing) Monitor usage of...
SEO Reporting – Document Report   Discover & avoid SEO violations   Report helps users:     –   Check language (spelling...
Acrolinx SEO: Process Benefits Optimize before the content is published, not after   – Avoid keyword drift, keyword confl...
Acrolinx SEO: Strategic Benefits Improve SEO across website   – Not just critical pages Further improve critical pages  ...
Stronger, Longer-Lasting SEOFrom Acrolinx
Follow-Up Contact info: pg.bartlett@acrolinx.com Recording & slides will be posted soon at  http://www.acrolinx.com/webi...
Thank You!PG Bartlettpg.bartlett@acrolinx.com
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Webinar: Introducing Acrolinx 3.0 - Making Your Content Easier to Find (SEO)

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If you care not only about the quality of your language but also about how easily your customers can find your content, then this webinar is for you. Our presenter, who has spent the last twenty years helping companies improve their communications, will cover:
• Why our customers demanded this release
• How this release helps technical documentation managers deliver greater strategic value to their organizations
• How to implement this release – key issues
• Details of the new capabilities in this release

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  • Other tech companies reported similar results from similar initiatives.
  • Why are companies spending heavily on SEO? To improve their search rankings so they are found when people need:InformationTo purchase – (but not ONLY when they’re buying)Help – (you don’t want someone else helping out your customer)
  • CTR = Click-Through Rate, i.e., the percentage of people who view the page and click on the link
  • Webinar: Introducing Acrolinx 3.0 - Making Your Content Easier to Find (SEO)

    1. 1. Acrolinx 3.0Stronger, Longer-Lasting SEO5 December 2012
    2. 2. Since April… 2.8 – Easier remote server administration (log files, support package) – CAS single sign-on – Easier license administration 2.9 – Adobe CQ and Serna XML editor – new support – Wizard-based design for customized reports – New terminology interchange format enables loss-free exchange with other systems – Adobe FrameMaker – upgraded support 2.10 – oXygen XML Editor – new support – Enterprise terminology contribution without requiring logins (optional add-on) – Simplified migration of customer configurations to new releases – JAAS user authentication; improves LDAP & Kerberos support – MySQL for terminology database – new support – RSS feeds of terminology changes (requires 1 day of services)
    3. 3. Content should be: Simpler to understand – “People ready” Less costly to translate – “Global ready” Easier to find – “Search ready”What good is it if you can’t find it?
    4. 4. Acrolinx 3.0 Release Summary (1 of 2) SEO – Extensive enhancements to analysis & reporting – Improve placement of keywords in content & metadata – Packaged as add-on module to Acrolinx server
    5. 5. Acrolinx 3.0 Release Summary (2 of 2) Outlook integration (Windows) – Enables email users – help desk, support, customer relations Microsoft Word – enhanced support – Better support for change tracking – Higher performance, greater stability – Office 2013 compatibility Adobe CQ – enhanced support – Can check entire page (not just one text box) Analytics enhancements – Adds to Acrolinx server’s core capabilities – Expands range of Acrolinx checking • Can check within an attribute value (such as checking the text within the alt attribute of an image)
    6. 6. Availability: January SEO support initially in Microsoft Word & Adobe CQ only More to come quickly in 2013: Adobe InDesign, Adobe FrameMaker, oXygen, Arbortext, …
    7. 7. Remaining Agenda Search – why it’s important SEO – how companies improve their search results Where Acrolinx helps The Acrolinx advantage
    8. 8. Why Organizations Invest in SEO
    9. 9. Three Reasons People Search Navigation (“IBM”, “Boeing”) Information – Brand-specific (“Cisco E200 manual”) – Generic (“DSL modem”) Transaction (“laser printer price”)
    10. 10. Organizational Impact of Search Information TransactionSearch type Product Information Support Information • Fact sheets • Help info • Product pagesContent • Product descriptions • Troubleshooting • Online store • Educational information • Manuals • Landing pages Brand awareness Improve customer retention Higher revenueValue to Reduce support callsOrganization Higher offline sales Up-sell Lower acquisition costs
    11. 11. Q: Who Cares About SEO for Techdocs?A: Customers who seek but cannot find According to [major software company], optimizing support articles for keywords resulted in: – > 100% increase in hits – > 30% reduction in support calls related to those articles How does this improvement affect: – Customer satisfaction & retention? – Prospects who seek tech info before they buy?
    12. 12. SEO Goal: VisibilitySERPs = Search Engine Result Pages Google Adwords (Paid advertisements) Organic search results
    13. 13. Higher Rank = Higher Click-Through Rate HP IBM CTR IBM Fujitsu HP
    14. 14. Typical SEO Process
    15. 15. How do you raise your ranking? Google ranking Your page
    16. 16. Hire an SEO consultant (“SEO Ninja”)! Google ranking Your page
    17. 17. The SEO consultant improves your content… Google ranking Your page
    18. 18. … and Google will see the improvements Google ranking Your page
    19. 19. What happens after the consultant leaves? Your page Google ranking
    20. 20. Your content deteriorates Your page Google ranking
    21. 21. “Bad pages” on your site affect your results Your page Google ranking
    22. 22. And your competitors take aim Your page Google ranking
    23. 23. Google re-ranks your page Your page Google ranking Your page
    24. 24. And you start again. Google ranking Your page
    25. 25. SEO Goal: Clicks, not just views You’ve come a long way. Don’t lose out on CTR!
    26. 26. How do you improve your CTR? • Compelling & SEO friendly title • Trustworthy and “readable” URL • Compelling description • Great style, no grammar and spelling errors
    27. 27. How can Acrolinx help you streamline SEO& enhance CTR?
    28. 28. Keyword LifecycleKeyword Keyword Keyword On-page Off-page SEOResearch Management Mapping Optimization Optimization Metrics Pre- & 3.x 3.0
    29. 29. Post-Publishing SupportMany tools analyze content after it’s published, but… Is this the right time to assure quality? Is it cost efficient?
    30. 30. Pre- & Post-Publishing SupportAcrolinx provides QA at Linguisticright time: authoring time Your document SEO Factors Competence Alerts authors to errors & improvement opportunities Avoids redundant SEO Avoids domain weakness Protects CTR Acrolinx SEO AnalyticsAlso runs in “batch mode” toanalyze existing content
    31. 31. SEO Advice While Editing For example, check title for: – Keywords appear early in title – Primary & secondary keywords in title – Correct order of keywords – Keywords in title not excessive – Title not too long – No more than 1 title on a page
    32. 32. SEO Reporting – Keyword ReportReport helps users: Avoid violations (e.g., missing in title, stuffing) Monitor usage of assigned keywords Discover new keywords Experiment to find what works best
    33. 33. SEO Reporting – Document Report Discover & avoid SEO violations Report helps users: – Check language (spelling, grammar) – Optimize for Vertical Search Engines – Check “rich snippets” – Detect incorrect syntax Report sections: – Title – Meta description – Metadata – Links, URL – Images – Videos – Social – Microdata
    34. 34. Acrolinx SEO: Process Benefits Optimize before the content is published, not after – Avoid keyword drift, keyword conflicts, SEO violations Optimize source content – HTML, XML, Word, InDesign, … Reduce SEO services costs – Authors optimize content, not consultants Support multi-language requirements
    35. 35. Acrolinx SEO: Strategic Benefits Improve SEO across website – Not just critical pages Further improve critical pages – By raising website average – By raising overall quality (thanks to all of Acrolinx’s capabilities) Maintain SEO advantage – By reducing SEO “drift” through continuous optimization Improve/maintain strong CTR – By assuring high-quality titles & descriptions
    36. 36. Stronger, Longer-Lasting SEOFrom Acrolinx
    37. 37. Follow-Up Contact info: pg.bartlett@acrolinx.com Recording & slides will be posted soon at http://www.acrolinx.com/webinars_en.html
    38. 38. Thank You!PG Bartlettpg.bartlett@acrolinx.com

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